Nielsen Buzz Metrics Case Studies

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Nielsen Buzz Metrics Case Studies

  1. 1. Supporting Sales (Toyota) Problem: Potentially critical post-delivery issue on best-selling Camry. Solution: Nielsen Online identifies affected Camry owners “complaining” online and analyses their comments. Action: Proactive online communication and transparent customer service response. Result: “We’ve saved customers, we’ve improved products and we’ve strengthened loyalty because of this effort.” Bruce C. Ertman, Corporate Manager, Toyota Motor Sales July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 1
  2. 2. Brand positioning health-check (automotive) Situation: Niche car manufacturer worries that its products have become too mainstream. Solution: Nielsen Online analyzes consumer sentiment toward the company’s new car designs and media campaign. Action: Research concludes that the brand positioning and campaign resonate well with the target demographic. Result: Company remains confident in this niche space. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 2
  3. 3. Product launch (travel) Situation: A luxury cruise line company is launching a new ship and needs help getting the word out. Solution: Nielsen Online identifies the most vocal cruise line enthusiasts in online communities. Action: Cruise line company invites these enthusiasts to be the first passengers on this ship’s maiden voyage. Result: Vocal enthusiasts return to their online communities and give firsthand accounts of the ship’s features and qualities. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 3
  4. 4. Product launchInstitution Mines for Insights Financial (foods) Situation: Leading food manufacturer launches a new, high-profile product line aimed at a specific diet. To succeed, product needs to gain credibility and generate recommendations from diet-focused consumers, a behavior not easily tracked by traditional research. Solution/Action: Nielsen Online tracks unaided online conversations about new product line. Analysis uncovers (1) groundswell of organic buzz for the new product line among followers of a competing diet – an unexpected and unanticipated niche market and (2) consumers who are campaigning actively against specific aspects of the product line that they feel do not meet the diet’s criteria. Result: (1) Client reviews media plan to leverage this newfound, naturally occurring word-of-mouth phenomenon. (2) Client adjusts communications to clarify the inclusion of the foods in question and jumpstarts the product development process to quickly deliver less controversial items to the market. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 4
  5. 5. Customer Relations (Toyota) Problem: Identified need to improve relationship with car owners. Solution: Nielsen Online identifies the most active / passionate car owners in online communities. Action: Invited them to a special viewing of the new XP 6 months before launch. Result: Generated excitement, reinforced personal relationship between Toyota and buyers. Generated feedback actually incorporated into final product (cruise control as standard). July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 5
  6. 6. Efficiency and response Mines for Insights Financial Institution (finance) Situation: Large financial institution uses 13 staff to manually categorize 6 million inbound customer feedback emails per year, but only 15% are actually bucketed and analysed. Company doesn’t feel it has clear picture of their customers’ needs and concerns. Solution/Action: Nielsen Online applies a data mining and natural language processing solution to categorize client’s 6 million inbound emails into 100 discreet buckets. Result: Client is now able to analyze 100% of inbound customer feedback emails – doing so with staff of 2. Client is now confident in its ability to analyze a full complement of consumer feedback. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 6
  7. 7. Financial Institution Mines for Insights Insight and learning (media/telecoms) Situation: 40% of customers who move home fail to renew their annual media and telecoms contracts. Solution/Action: Nielsen Online analyses the broad issues discussed in regards to moving home, and consumer sentiment towards those issues. Result: The client is armed with a picture of moving home from the consumer’s perspective—the stresses, the helpful tips, the areas for opportunity— with which to better tailor customer service and product offerings. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 7
  8. 8. Threat trackingInstitution Mines for Insights Financial (banking) Situation: A leading financial institution wants to be able to respond more quickly to negative issues arising, and in a more prepared manner. Solution/Action: Nielsen Online tracks consumer conversations daily, then delivers a summary of issues (backed by hundreds of verbatims) every morning to the client. Result: Client has a ‘finger on the button’, with the appropriate material to deal with threatening issues that arise. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 8
  9. 9. TrendFinancial Institution Mines for Insights tracking (ConAgra Foods) Situation: ConAgra, heavily invested in foods that cater to a recently trendy diet, receives an early warning that the diet craze is fading. Solution/Action: Nielsen Online monitors and analyzes online consumer conversations to determine whether sentiment for the craze is negative or positive and whether craze is on way up…or out. Analysis shows interest in the diet is, indeed, fading. Result: The company seizes the opportunity to promote alternative food products and to begin development of foods that meet consumers’ expressed desires for new product types. “By utilizing online message boards you pick up nuances in the marketplace—customer statements, thoughts—that enable us to distinguish whether something is a trend that has long-term impact or a fad that will be short-lived." Director of Strategy and Insights, ConAgra July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 9
  10. 10. Identifying buzz-generating factors (foods) Financial Institution Mines for Insights Situation: Lacking hard data, a leading snack brand wants to prove years-long anecdotal evidence of particularly strong and positive brand advocacy among a highly influential but small niche market. The client’s goal is to tap into this positive buzz to spread it to a wider mainstream market. Solution/Action: Nielsen Online studies and compares unaided online conversations among members of this niche market with those of mainstream consumers to truly identify and understand the factors that generate buzz. Result: Using the most negative and positive factors that fuel online conversations about the brand, the client develops campaigns that amplify the positive messaging and de-emphasize the negative. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 10
  11. 11. Financial Institution Mines for Insights Unaided consumer feedback (travel) Situation: A leading travel destination wants to better understand what its customers really think. Solution/Action: Nielsen Online tracks consumer conversations, giving unsolicited insight into how people use the client’s facilities and how they refer to their services. Result: Client is able to tweak and perfect their services, offerings, and messaging on an ongoing basis…and speak in the customer’s own language. July 2, 2009 Confidential & Proprietary © 2007 The Nielsen Company 11

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